When the lake gets quiet, your moment begins
Eibsee Hotel
471 steps to the Zugspitze cable car. The only hotel right on the shores of Lake Eibsee – a place that half the world takes photos of during the day, yet which very few people know about in the evening. The Eibsee Hotel enjoys a location that many envy. What was missing was the clarity behind it all: a brand that captures the essence of this place, and structures that support the hotel’s vision.
The hosts’ vision has a name: Blissful Escape. The Eibsee Hotel aims to be a place that radiates positive energy all year round – for guests and for the team. Generosity, a welcoming atmosphere, and a good dose of light-heartedness: the hotel embodies this philosophy through its “Luxury All-In” concept, which includes food, drinks, and activities such as stand-up paddleboarding.
To the outside world, however, the hotel was primarily seen as “the hotel by the famous lake” – as part of the hotspot, rather than as a retreat in its own right. Internally, however, the picture was quite different: established processes and systems that were not yet fully integrated. The aim of the collaboration with Brandnamic was therefore twofold: to develop a distinctive brand voice and to establish processes that would make day-to-day hotel operations easier.
The initial consultation was followed by several webinars, a transparent ROAS calculation, and the prospect of having everything provided by a single source. From there, the collaboration with Brandnamic developed step by step:
- A positioning strategy as a foundation: what is the Eibsee Hotel, if not just the place by the famous lake? The answer: a guardian of tranquillity and host to both worlds: the lively summer’s day and the quiet hours before and after it.
- A communication strategy for guests with its own linguistic world: understated rather than embellished, conveying emotion through concrete scenes rather than adjectives, charming and approachable rather than promotional. In addition, there are copy ideas for the lake, guest rooms, restaurant, and spa, as well as promotional ideas to boost business during the off-peak seasons.
- Communication strategy for staff: five Eibsee values, a staff journey from pre-boarding to off-boarding, leadership standards, and the sub-brand “Eibsee Originals – the real deal since 1884”, which gives the team a sense of belonging within the brand world.
- Process work and support: whilst working on the staff development plan, it became clear that the internal processes needed to evolve in line with the organisation. That’s why a masterclass and one-to-one coaching were added to help put the concepts into practice.
- The complete software landscape: Marketing Cockpit, Korrespondenzmanager, newsletter system, and Voucher App. One source of data, one point of contact, less friction.
- Ongoing work: graphic design and copywriting projects as part of the Design & Text Flat, SEO and GEO optimisation, as well as a new website currently under development.
“I was there too” becomes “I’ve never seen Lake Eibsee like this before”: the hotel turns the off-peak season into its real selling point, whilst continuing to welcome guests during the lively summer days. Internally, systems and areas of responsibility are now interlinked where there used to be stand-alone solutions. And the team has an identity that goes beyond the work schedule.
The next phase is already under construction: With the opening of the new Spa Tower in spring 2027, the tranquil side of the lake will be given the setting it deserves. The brand, the language, and the structures required are already there.
Positioning | Communications Strategy | Staff Communications Strategy | Landing Page | Marketing Cockpit | Korrespondenzmanager | Newsletter System | Voucher App | Design & Text Flat | SEO & GEO | Masterclass & Coaching
“What won us over was the fact that everything comes from a single source. Today we have a voice that suits us, systems that work together seamlessly, and the freedom to focus on our guests."
